Campaign details

Advertiser: Colgate Palmolive India
Brand: Colgate
Agency: Genesis Burson-Marsteller
Country: India

Situation analysis

Oral care is a massive problem in India. In 2004, Colgate launched a national oral care awareness drive called Oral Health Month (OHM) in partnership with the Indian Dental Association (IDA). This annual program had provided free dental check-ups to over 24 million Indians in till 2015. In 2016, Colgate conducted a Consumer Usage & Attitude Study (CUAS – 2016) pan India and found that less than one third of the population had visited a dentist in the past year. Therefore, acting on the insight that Indians are less concerned about oral health, but very interested in how their smile looks to others, Colgate launched an integrated marketing campaign to "Keep India Smiling."

Using public relations, advertising, digital, community engagement, and in-store promotions, Colgate drove 6 million people to its free dental camps in schools, orphanages, and slums and convinced over 34,000 dentists to donate their time towards this cause. Most importantly, per the Indian Dental Association, the percentage of people who brush more than once a day went up from 28% to 34% after the program ended.